• How to get the best visibility for your PPC ads in the run-up to Black Friday

      In the run-up to Black Friday and the holiday shopping season, retailers are competing like crazy to attract the eyeballs of as many paying consumers as possible through paid search advertising. But how well is it paying off? To find out, search intelligence platform Adthena has analyzed the paid search landscape in the run-up to Black Friday 2017, indexing more than 15,000 ad ...

      Search Engine Watchin Paid Search- 26 readers -
    • Google Ad Suggestions : How to Turn it Off

      Google’s efforts to create the most value for their AdWords customers may start to backfire on them. With all the great data that the new Google AdWords Beta is supplying to advertisers, a new feature has many upset about automatically generated ads going live without their knowledge. As of recently, Google AdWords started creating Search ad suggestions for an unknown number of ...

      Relevance- 9 readers -
  • Why Search Is Like The Housing Market

    For as long as I’ve been in paid search, there’s always been debate and much banter (argument?!) about whether my chosen discipline is better than it’s sibling, SEO. What I hope to do in this article is give you a way to explain the pros and cons of both channels to your clients while hopefully persuading you that both are important when it comes to deciding your marketing strategy.

    Arianne Donoghue/ State of Digital- 9 readers -
  • Killer demand gen strategy, Part 3: Facebook advertising

    … If you’ve been keeping up with this series, you’ve got your audience defined and designed creative to match. You’ve constructed smart Google Display Network campaigns to get those users pouring into your funnel. Now let’s talk some of the most powerful targeting capabilities of all. In addition to advertising on the GDN, Facebook is a platform…

    Search Engine Watchin Social- 9 readers -
  • What is an AdWords Quality Score and how can you improve yours?

    …, but persevere and you’ll get there. Think you’ll be clever and just start a new account for the same website? Afraid not, as it is against AdWords policy to start over (that’s the last time you’ll try to outsmart Google…). You’ll just have to stick it out and be patient. Ad Rank Ad Rank isn’t so much a factor in improving Quality Score; rather…

    Search Engine Watchin Paid Search How To's- 10 readers -
  • AI The Rise Of The Bots in Marketing

    … We recently attended the fantastic PPC Hero conference in London, and there were some fantastic insights to take away, and one of our own, head of Paid Search, Andrew Morgan gave a fantastic talk. This is the first in a series of posts on the main talking points. Using Automation In Marketing We all know how important data is within the realms…

    Attacat of Edinburgh- 11 readers -
  • How a Customer Data Platform can improve AdWords performance

    … can supercharge your paid search. In this article, I’ll outline five ways that a Customer Data Platform can improve your AdWords performance and ROI by keeping costs down and attracting new business. Content produced in partnership with Fospha. 1. Data accuracy Many businesses continue to struggle with optimizing their keyword bids. The simple…

    Search Engine Watchin Paid Search How To's- 8 readers -
  • A search marketer’s guide to using paid social media

    … a living. But in reality they should all be working together to deliver economies of scale. Fully integrated campaigns can deliver far better results than the sum of its component parts. SEO and social media would at first appear to be very different practices, especially when taking into account paid social advertising. However, there…

    Search Engine Watch- 6 readers -
  • Killer demand gen strategy, Part 2: Google Display Network targeting

    … This is Part 2 of my blog series on crafting and executing killer demand gen strategies. In Part 1, I discussed building out various personas to target, as well as how to craft the right creative. Now let’s chat through how to actually target these personas! Both Google Display Network and Facebook have great audience targeting capabilities…

    Search Engine Watchin Google- 11 readers -
  • How to use your data to supercharge paid search

    … insights, the final step in supercharging their paid search activities is being able to operationalize at scale and in real-time. A Customer Data Platform can integrate directly with bid management platforms – which are already great at optimizing and automating PPC campaigns – to boost their efforts. The granular understanding of keyword…

    Search Engine Watchin Paid Search How To's- 10 readers -
  • The ultimate guide to choosing keywords for ROI

    … for it. Moving a keyword which isn’t ranking to page 1 is going to take time, and will only start delivering traffic right at the end. Moving a keyword from position 11 to position 9 can take no time at all, and you will see the traffic coming through instantly from managing to get on the first page of Google. Below is the classification we use at Zazzle…

    Search Engine Watchin Paid Search- 15 readers -
  • How to stop Google AdWords campaigns from failing

    … Disruptive Advertising recently outlined the main reasons that AdWords campaigns succeed or fail, based on an audit of more than 2000 AdWords accounts. They found the following causes of failure: Incomplete conversion tracking Poor conversion rates Ad spend inefficiency Wasted ad spend Looking at these reasons, it became clear to us…

    Search Engine Watch- 12 readers -
  • Evolving past last-click attribution in paid search

    … “Better the devil you know than the devil you don’t.” That famous quote applies to the many marketers who default to last-click attribution, even with its well-documented failure to take the entire customer journey into consideration. During ClickZ’s latest Masterclass on paid search optimization, in association with Fospha and Kenshoo, we…

    Mike O'brien/ Search Engine Watchin Paid Search- 11 readers -
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